What would Brazil be like if soap operas had never existed? What would change in society? What if a small group of Globo’s digital influencers and talents were responsible for remaking some of TV’s most iconic works? It is in this curious and humorous parallel universe that the public will be able to see “Novelei”, the first project involving Globo and YouTube, which opens the way for new formats and partnerships between the brands.
Conceived by ViU Hub, Globo’s digital social media unit, the series is awarded the YouTube Originals seal and will be available on the Globo ecosystem on the platform. “It is an innovative project in every way. First, for the partnership of two very relevant companies in their markets, which stand side by side to present the public and pay homage to one of the most traditional symbols of Brazilian culture: soap operas. Second, for the authentic language that brings the essence of digital content and promotes the meeting of great names in dramaturgy with digital content producers. And, also, due to the great commercial potential of the project, which is capable of reaching different audience segments”, comments Vanessa Oliveira, director of ViU Hub.
“Globo made Brazilian dramaturgy a unique product in terms of production quality and affective value for its viewers. This project makes history as it allows YouTube content creators to participate in a format so dear to Brazilians, bringing together the best of soap operas and new digital formats, in an exclusive YouTube Originals project. It is a pleasure to establish this partnership with Grupo Globo and combine our expertise in such a fun production that will touch different generations of Brazilians. We are very excited,” says Phillipe Carrasco, YouTube Content Partnerships Manager.
With comic-dramatic remakes of soap operas, “Novelei” will feature nine episodes, which will be available weekly, and will feature renowned TV names in the cast, such as Tony Ramos, Cláudia Raia, Susana Vieira, Cauã Reymond and Paulo Vieira, and more a heavyweight team of youtubers and influencers, including Whindersson Nunes, Diva Depression, Thalita Meneghim (After 11 Channel), Kéfera, Babu Carreira, Gusta Stockler, Phellyx, Evandro Rodrigues and Livia La Gatto. Together, they will have the mission to recreate with great humor, in the best Swedish style, soap operas such as “Avenida Brasil”, “Senhora do Destino”, “O Cravo ea Rosa”, “Family Ties”, “Vamp”, “Tower of Babel”, “Women of Sand”, “The Clone” and “Vale Tudo”. Everything to recover and perpetuate the history of the genre that in December completes 70 years in the country.
Created and produced by Entertainment by Globo, the series has the YouTube Originals seal – front of the platform that invests in original content and highlights creators and partners in creative and unpublished productions – and is directed by Felipe Joffly and script signed by Bia Braune. The recordings started in November and last until the end of December, at Globo Studios.
“Novelei” is the first partnership of a commercial project based on soap operas for YouTube and a major bet on the platform’s original content in 2022. The commercial package is scheduled to be launched on the market in February and production is scheduled to debut at the beginning of the second half of 2022.
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